For quite sometime now, one has been hearing talks on how IRS data can be used in a far more extensive way than just looking at numbers for the purpose of calculating CPT or checking out publication profiles, while making a media plan.
To further drive the point home, Media Research Users Council (MRUC) has decided to encourage and applaud media research users, who have used the IRS innovatively, and not merely to draw up media strategies or develop publication profiles. And hence, on the occasion of its 10th anniversary, MRUC has decided to award outstanding utilisation of IRS data.
It had invited papers ‘presenting analysis beyond the ordinary, that have used an ingenious mix of the product profiles and linkages as well, in order to guide marketing and communication decisions and/or to understand and predict consumer behaviour.’
After a rigorous judging exercise eight presentations have been finally short-listed. These include M M Publications Ltd(Super Affluent Consumers), Optimum Media Solutions (Deriving Regional Purchasing Power), Starcom Worldwide (Satellite, Terrestrial GRP Allocator), Carat Media Services (I) Pvt. Ltd. (Key insights into Category and Consumer (Skin Care Category), R.K. Swamy /BBDO Adv. Pvt. Ltd (Using IRS to rank markets: RK Swamy BBDO Guide to Urban Markets), Dainik Bhaskar (Seeing through the fog), Initiative Media (Alto) and Coke (Segmenting Indian CSD Market)
Giving a peep into the reasons behind the initiation of these awards, Roda Mehta, MRUC Techcom, states, “Original idea while setting up MRUC ten years back was to provide data to people which was authentic and could be used in various ways to the benefit of marketers and media planners and buyers.” She adds, “MRUC holds workshops to train people to use the data in innovative and productive ways. Having said that nothing can beat learnings acquired while using data in day-to-day life. These awards are a step in direction of felicitating the most innovative and productive use of data for the clients’ benefit and also to enable others to take home a few learnings.”
Lynn de Souza, director, media services, Lintas India Ltd, who is the convener for the awards believes that the awards would help in giving research the place it deserves. As per her it would also enable media planners & buyers and marketers realise the myriad ways in which the IRS data can benefit the marketers. Say she, “We want to encourage innovative usage of data, exploring the richness of data and make them aware that the data can be used way beyond just media analysis. A much deeper analysis can be done based on product linkages and profile. There are quite a few awards for media strategies, it was about time the basis of these strategies is awarded too.”
Among the members of the jury deciding the winners are Roda Mehta, MRUC Techcom, Praveen Kulkarni, Parle Products, I. Venkat, Eenadu, and Divya Gupta, The Media Edge.
The shortlisted entries would be presented at an awards ceremony to be held in Mumbai tomorrow. In all likelihood, these awards would be institutionalised by MRUC, and would be held on a yearly basis.